London, October 10, 2025 – The UK Competition and Markets Authority (CMA) has confirmed its decision to designate Google as holding strategic market status (SMS) in general search and search advertising services, following extensive consultation.
The confirmation follows the CMA’s investigation launched in January 2025 under the Digital Markets, Competition and Consumers Act, which came into force on 1 January 2025. The designation marks the first formal application of the UK’s new digital markets framework, allowing the CMA to impose targeted and proportionate measures to ensure fair market conditions.
The authority concluded that Google holds substantial and entrenched market power in both search and search advertising, with more than 90% of UK searches conducted through its platform.
Scope and Limitations of the Decision
While Google’s Gemini AI assistant is excluded from the designation at this stage, the CMA stated that its status will be kept under review as the market evolves. Other AI-based features, such as AI Overviews and AI Mode, are included within the scope.
The CMA also clarified the designation’s coverage regarding Google News products and syndication services:
- The Discover feed, Top Stories, and News tab are within scope.
- The separate Google News app and website, and single-site search syndication tools, are out of scope.
Next Steps and Possible Interventions
The designation itself does not imply wrongdoing or impose immediate obligations. However, it enables the CMA’s Digital Markets Unit to consider future interventions to promote open competition and ensure fair treatment of users and advertisers.
“By promoting competition in digital markets like search and search advertising, we can unlock opportunities for businesses big and small,” said Will Hayter, Executive Director for Digital Markets at the CMA.
The CMA expects to consult on potential remedies later this year, in line with the roadmap it published in June 2025.
